This text covers all aspects of public relations writing with the practical approach that one would expect to find in a trade book, but with the principles and theories interwoven so that students write with understanding and purpose. Part One sets the scene for the kind of writing PR people do and the context in which they do it; Part Two concentrates on the work of writing; Part Three focuses on writing for small audiences while Part Four is directed at writing for the mass media and Part Five toward special audiences.
Part One Writing and PR:
1. Public Relations and the Writer;
2. Ethical
and Legal Responsibilities;
3. Persuasion;
4. Research for the Public
Relations Writer. Part Two Writing Principles:
5. Writing for Clarity and
Interest;
6. Simplifying the Complex;
7. Grammar, Spelling, Punctuation. Part
Three Writing for Select Audiences:
8. Memos and Letters, Reports and
Proposals;
9. Backgrounders and Position Papers. Part Four Writing for Mass
Media Audiences:
10. News Releases for Print Media;
11. News for
Broadcasting;
12. Features for Print and Broadcasting;
13. Writing
Advertising Copy;
14. Crisis Communication. Part Five Writing for Special
Audiences:
15. Newsletters;
16. Brochures;
17. Employee/Association/Trade and
Industry Magazines, Speeches and Presentation Scripts;
18. Annual, Employee
and Public Interest Reports;
19. Media Kits;
20. Campaign Writing. Appendix
A: Readability Formulas. Appendix B: Copyfitting. Appendix C: Compliances.
